01
Client context
The insurer wanted to reach families relying on employer cover or no cover at all, a segment with low awareness and high price sensitivity.
02
Business challenge
Previous product launches had been designed internally and struggled to gain traction.
03
Research objective & questions
Define the product features, price band and messaging that would make a family health product relevant and credible.
- What concerns drive families to seek — or avoid — health insurance?
- Which cover features matter most, and which can be traded off?
- What premium range is acceptable?
- Which channels and messages build trust?
04
Methodology & approach
- Family FGDs
- Discussion groups with decision-makers in under-insured households.
- Concept testing
- Evaluating alternative product concepts.
- Choice-based conjoint
- Trade-offs between cover features and premium.
- Agent interviews
- Perspectives of agents and intermediaries.
05
Sample & geography
- ~8 FGDs
- ~1,200 survey respondents
- ~12 agent interviews
- Geography — India (tier-2 and tier-3 cities)
06
Key findings
- Hospitalisation cost anxiety mattered more than comprehensive cover.
- Families valued cashless access at nearby hospitals above broad networks.
- Simple, monthly premium options increased appeal.
- Trust depended on clear claims communication and local agent support.
07
Business implications
- Launch a focused hospitalisation product with local cashless networks.
- Offer monthly payment options.
- Lead messaging with claims clarity and agent support.
08
Outcome
The insurer received a recommended product design, price band and positioning backed by customer trade-off evidence.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.